As fall arrives in full color, Habit Cosmeticsinvites those who see beauty as ritual to embrace the season’s richness with skincare-powered formulas and expressive new shades. Known for its 21-toxin-free nail and makeup products that blend clean innovation with high-impact color, Habit is redefining what modern beauty looks and feels like. 

This fall, the brand debuts a palette of deeper, warmer tones inspired by autumn’s natural textures — staying true to its roots as a bold, inclusive clean beauty brand. Founded in 2013 by Aja Frierson, a woman of color with a passion for plant-based wellness and fashion, Habit continues to fill the gap between sustainability and self-expression with products that are as ethical as they are effortless.

Habit highlights beautiful shades that pair effortlessly with autumn wardrobes: cozy browns (Brownie Points, Hot Cocoa Bundle), rich burgundy and cherry reds (Santa Sangre, R-Rated and the recently launched Chocolate Cherry with Anthropologie), earthy mustards and olives (BAPS, Cavalier, Let’s Call It a Chartreuse), and iridescent metallics (Golden Hour, Night Shift, Phantom, Lady Labradorite). For sophistication, glossy blacks and dark tones (Midnight Cowboy, Scorpio Rising, Night Drive) set the mood, while milky neutrals (Rich Bitch, Moon Rock) keep nails clean and polished.

WHAT MAKES HABIT DIFFERENT?

Skin-Loving, Nail-Strengthening Formulas

Habit’s best-selling, 21-free nail polish is formulated without 21 toxic or controversial ingredients—including toluene, formaldehyde, and phthalates. Instead, each polish is infused with plant-derived actives like hibiscus, pomegranate, and samphire to support stronger, healthier nails with every wear.

Unlike traditional polish, Habit uses breathable, bio-based technology that allows oxygen and water vapor to pass through, helping to maintain healthier nail beds while minimizing long-term damage. This breakthrough suspension system uses naturally sourced solvents and plasticizers for a cleaner, more sustainable alternative rarely seen in conventional nail polish.

Cosmetics That Care

Habit’s multi-use color products go beyond pigment. Powered by skincare-grade ingredients like peptides, hyaluronic acid, sea buckthorn, and moringa oil, each formula is certified organic, vegan, cruelty-free, and gluten-free. High-performance, blendable and deeply pigmented, these cosmetics are designed to nourish and protect the skin—all without sacrificing payoff or personality.

Shade Range That Celebrates Everyone

Habit’s inclusive color story is curated to flatter all skin tones—offering wearable, expressive shades that reflect the richness of real-world beauty. Whether it’s a universally loved classic or a rich, trend-forward pigment, Habit’s colors are designed to complement every hue.

Sustainability That’s Built-In

From ingredients to carbon footprint, Habit is committed to minimizing environmental impact. Every product is packaged in recycled materials and reusable jars, and features post-industrial material and biodegradable bamboo overcaps, keeping plastic use to a minimum. Formulas are certified vegan and cruelty-free, and made with as many organic and bio-based ingredients as possible — all while delivering performance standards that rival mainstream beauty brands.

Giving Back—Built Into the Business Model

Habit is proud to donate 1% of annual revenue to The Ocean Cleanup through its membership in 1% for the Planet, and an additional 1% of all sales go directly to the Summaeverythang Community Center, founded by artist Lauren Halsey with the mission to enrich the lives of youth in South Central, Los Angeles through diverse and inclusive programming aimed to create a vibrant and safe learning environment.

WHAT’S NEXT FOR HABIT?

Habit is raising the bar in nail care with treatments designed to restore and protect. Standouts include Comeback Queen Gel Rehab, clinically proven to revive and strengthen nails in just one week; Quick Fix Melt-In Strengthener, packed with Biotin and PHAs to mend splits; and Cutie Dew Cuticle Serum, a fast-absorbing nourishing oil to soften and hydrate cuticles. The lineup also introduces Hard Reset Protective Hardener, a breathable shield for fragile nails, along with two innovative removers: Clean Sweep Bio-Based Remover with 98% natural-origin ingredients and Swipe Right Jelly Remover for a spill-free, travel-friendly option. Completing the lineup, the Baby Treatment Trio delivers on-the-go nail care that rebuilds, protects, and pampers—because with Habit, clean beauty and healthy nails go hand in hand.